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Final report for the trade - Heimtextil 2010

02-19-2010 10:43 AM CET | Fashion, Lifestyle, Trends

Press release from: Messe Frankfurt Exhibition GmbH

Optimistic atmosphere at Heimtextil 2010

More visitors: 72,000 visitors – international growth (6 %)

Sustainability, creativity, design and quality in demand

The 40th Heimtextil in Frankfurt ended on a highly positive note for the 2010 business year. 72,000 trade visitors (2009: 70,000) from more than 120 countries took advantage of the leading international trade fair for home and contract textiles to replenish their stocks and to gain fresh inspiration for the new season. Heimtextil 2010 presented the latest products and trends of 2,521 exhibitors from 60 countries in Frankfurt am Main from 13 to 16 January.
“This year’s Heimtextil was a complete success. Despite the difficult situation in the textile industry and the retail market, the fair was not only distinguished by a stable number of exhibitors but also by an in-crease in the number of visitors”, said a delighted Detlef Braun, Member of the Board of Management of Messe Frankfurt. The at-mosphere at Heimtextil 2010 was also very good. “The mood among participants was highly optimistic. They are fed up with tales of woe and were prepared to make active use of the fair to boost business by beginning the new year with fresh products, concepts and themes”, added Detlef Braun.
This was confirmed by Bernd Kout, Deputy Chairman of the Associa-tion of the German Home Textile Industry (Verband der Deutschen Heimtextilien-Industrie e.V.): “We all came to Heimtextil 2010 with bated breath and have been more than pleasantly surprised. The overseas markets, in particular, no longer seem to be shell shocked and customers understand that they must do something if they are to hold their own in the market place.”
“We are very pleased with this year’s event”, said Hugues-Arnaud Mayer, Director General of Abeil SA, France. And he underscored the importance of taking part in the fair for the market: “A new Heimtextil was born. Not only because there were more visitors compared to the difficult last year but also in terms of its atmosphere. There was more solidarity among the companies, in the sense of ‘You survived, we survived. We’re all in the same boat!’ However, what makes Heimtex-til so successful is the high level of internationality. When we come here, we don’t come to Germany – we come to the international home-textile sector.”
Greater internationality than ever before – Heimtextil a driving force for the global textile sector
This assessment is confirmed by the statistics for the event, which has continued to gain in significance, particularly in international terms. Not only on the exhibitor side is the proportion from outside Germany very high at 85 percent. The event has also grown in terms of internationality on the visitor side. While the number of German visitors remained stable compared to 2009 at over 25,000, there was an increase of six percent in the number from abroad. “Heimtextil has more than clearly underscored its position as the opening event of the business year for the global textile world”, adds Detlef Braun.
This year, 65 percent of visitors came from outside Germany. Of the exhibitors, 2,140 were foreign companies. After Germany, the best represented exhibitor nations included Turkey, Italy, France, Spain, Belgium and Portugal. Asian exhibitors came primarily from India, China, Pakistan, Taiwan and Hong Kong.
Breathe a sigh of relief! The worst appears to be over
Heimtextil visitors and exhibitors took a significantly more positive view of the current economic situation than a year ago. 71 percent of both exhibitors and visitors said they considered the situation to be satisfactory to good. Last year, this standpoint was taken by only 56 percent of exhibitors and 66 percent of visitors.
Thus, the worst appears to be over for the extremely networked inter-national textile sector that, in the wake of the worldwide economic crisis, suffered dramatic declines in sales and export figures in many segments. Particularly important production nations, such as Italy, Spain, Turkey, China and India, were hard hit. Demand also col-lapsed on the trade side as a result of the crisis, especially in the USA and Europe.
Marcus Kevin, CEO of MBTM-Products, Finland, considers the cli-mate in the sector to have improved: “This is our first time at Heimtex-til and our expectations have been exceeded, particularly with regard to the difficult economic situation. Heimtextil is a good barometer for the business climate in our sector and optimism was widespread. We were very surprised at the high level of international participation here in Frankfurt and were able to make many more international contacts than expected with even more from overseas than from Europe.”
Quality, design, creativity and sustainability the key to recovery
Themes, products and ideas to counteract last year’s difficulties with creativity and specific solutions were in demand. Particularly well re-ceived in this connection was the Trend Forum, an elaborate special area showing the trends for 2010 / 2011 using products of Heimtextil exhibitors. The expert team of six renowned designers from six coun-tries prepared four trend themes – from Eco de Luxe to spontaneous creativity, from simplicity distinguished by high quality to the contrast between reality and fantasy.
The demand for quality, design, creativity and sustainability also grew with respect to the products on show at the fair with wallpaper, sun-protection systems, contract textiles and design being especially sought after. The level of visitor interest in these product groups rose by up to five percent. “Wallpaper was the driving force of Heimtextil 2010 and visitors were bubbling over with enthusiasm for this product group”, said Hubertus Nocker of Decor-Union GmbH & Co. KG.
Over 3,500 interior decorators became Heimtextil Insiders
After having been selected for the UFI Marketing Award 2009, the Insider programme of Messe Frankfurt made its highly successful de-but at Heimtextil 2010. For registered interior decorators, Heimtextil Insider stands for a programme of benefits with lots of extras. For ex-ample, Insiders can use a special lounge with space for relaxing after a busy day at the fair, as well as a trade-press stand and free re-freshments. Interior decorators also profited from exclusive tours of UNI[RE]VERSE, the Heimtextil 2010/11 trend show, designed espe-cially for the target group of interior decorators. “We are very pleased about Heimtextil Insider – in particular by the fact hat it is aimed spe-cifically at interior decorators and offers so many extra benefits, such as free admission, refreshments at the Insider Lounge and the oppor-tunity to discover the latest trends in a relaxed atmosphere”, ex-plained Wilfried Mielke, General Manager of Raumausstattung Mielke.
Heimtextil goes City
On the Saturday of the fair, 16 January, consumers also had the chance to get a foretaste of the textile trends for the coming season. The ‘Heimtextil goes City’ initiative of Messe Frankfurt and the Guild of Interior Decorators (Raumausstatterinnung), Frankfurt am Main, took new products from the trade fair to the city centre. 30 specialist retailers, galleries and public institutes presented textiles in all walks of life and culture and gave practical tips for the home.
The next Heimtextil in Frankfurt will be held from 12 to 15 January 2011.

Additional exhibitor opinions
Nya Nordiska, Germany, Diete Hansl-Röntgen, General Manager - Hall 3.1, Stand C81:
“The fair was very successful for Nya Nordiska. We were very busy. The Insider programme has been very well received and was exactly the right measure to take at exactly the right time.”
Teba GmbH & Ko.KG, Germany, Frank Tovornik, General
Manager – Hall 4.2, Stand E 18
“We are very pleased with the course of business at Heimtextil 2010. Many predictions were made before the fair, many of them negative. Nevertheless, this year’s Heimtextil was once again a success and created a positive mood for the current year As a Platinum Partner of the Heimtextil Insider programme, we are very satisfied with the echo from interior decorators. The way the programme was put into prac-tice was excellent and all Insiders have been delighted. We will cer-tainly be involved again as a partner if the Insider programme is re-peated in 2011.”
ERFAL Erler e.K., Germany, Ralf Meyer, Sales Manager – Hall 4.2, Stand F47
“This is our second time at Heimtextil and, following last year’s suc-cessful event, we are also highly satisfied with the course of business this year. We are particularly pleased that we were able to make very many new contacts and gain lots of new customers. Our company is expanding and our main goal is to attract new customers – a target we had already achieved by the third day of the fair. This year, we were a Platinum Partner of the Heimtextil Insider programme and have been pleasantly surprised by the great interest shown by interior decorators.”
Estella Ateliers – Die Besondere, Germany, Susanne Popp,
Executive Assistant – Hall 8.0, Stand G85
“Heimtextil is the most important trade fair for us. We have been tak-ing part from the very beginning and have not missed a Heimtextil in the past 40 years. The last two days were very good for us and we hardly had a minute’s peace, especially on the second day. Here in Frankfurt, we meet all our most important customers, who also come to the fair every year. We are starting the home-textile year, 2010, in a positive frame of mind.”
Viet Hands Co. Ltd, Hanoi, Vietnam, Mrs. Phan Hoàng Phuong Thuy, Director General - Hall 10.2, Stand A72
“This is our second time at Heimtextil. This year, we moved from Hall 10.0 to Hall 10.2 and make our presentation in Asia Vision, the sec-tion for high-quality Asian products. We are very pleased with busi-ness at the fair. The visitors here, in Hall 10.2, are from all over the world and we have been able to welcome potential customers from Great Britain, the USA and Italy.”
Zhejiang Maya Fabric Co. Ltd., China, Justin Shen, General
Manager – Hall 6.1, Stand B10
“We have been exhibiting at Heimtextil since 2003 and each event has been better than the one before. Additionally, our company and the number of regular customers have also grown continuously. We noticed no negative effects from the economic crisis. We are fortu-nate in that we have entered into cooperation agreements with vari-ous German R&D companies and have good wholesalers. We are looking forward to the next Heimtextil and are planning an even big-ger exhibition stand for 2011.”
Sharda Exports, India, Ashish Gupta, General Manager – Hall 6.1, Stand B38
“We have been taking part in Heimtextil for over ten years. The num-ber of visitors to our stand has remained at a similar level to 2009, in exactly the same way that the level of interest in our products has remained high. We sense an air of optimism here at the fair and have the feeling that the worst is over and we can now look ahead with confidence.”
A.S. Creation, Germany, Stefan Gauger, Marketing Manager - Hall 5.1, Stand C80
“We are very pleased with the fair compared to last year. We had a very large number of visitors to our stand. Naturally, the positive at-mosphere gives the sector impetus for the whole year.”
Omexco n.v, Belgium, Diane Daniels, Sales & Marketing - Hall 5.1, Stand A89
“I think we have had a similar number of visitors as last year. They are very pleased with the exhibitors and the level of internationality at the fair. We have been able to gain many new customers from coun-tries such as Iran and Iraq. If 2010 is as good as the Heimtextil has been, business will be very good. The timing of the fair is just right – it is the first event of the year and that’s perfect.”
Welspun Sorema, Europe, Andre Relvas, Director, Hall 11.1, Stand B51
“We have been exhibiting at Heimtextil for about eleven years. In 2000, we began on a very small scale on a joint Portuguese stand and have expanded continuously since then. We are very pleased with the course of business at the fair and all our expectations had met in full by the third day.
Hall 11 is very open, airy and comfortable. Initially, we were worried about the move. Now, however, we are very satisfied. All our cus-tomers found us without difficulty. The layout of the hall, the restau-rants and the architecture are excellent.”

Background information on Messe Frankfurt:
With annual revenues of € 424 million* and over 1,500 employees around the world, Messe Frankfurt is Germany's biggest fair and exhibition company. The corporate group has a global network of 28 subsidiaries, five branch offices and 52 international sales partners, which represent Messe Frankfurt in over 150 countries of the world. Events 'made by Messe Frankfurt' are held at over 30 venues world¬wide. In 2009*, the Messe Frankfurt group organised over 90 fairs, more than half of them outside Germany.
At present, the Exhibition Centre can boast 578,000 square metres of ground space with ten exhibition halls and a congress centre. The company is publicly owned with 60 percent being held by the City of Frankfurt and 40 by the State of Hesse.
Further information:
*Provisional figures for the 2009 business year.

Sandra Kreß
Messe Frankfurt Exhibition GmbH
Ludwig-Erhard-Anlage 1
60327 Frankfurt am Main, Germany
Telephone +49 69 75 75-57 11
Telefax +49 69 75 75-67 57

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